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Lookup NU author(s): Dr Saurabh BhattacharyaORCiD
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In 2012, the founder of Patanjali Ayurved Limited (PAL) and his associate were leveraging a unique business model by venturing into the fast-moving consumer goods sector in India. By March 2016, PAL had become the fourth-largest company in this highly competitive industry and was planning to become the market leader by 2020. Through its low-priced herbal and Ayurvedic products, PAL occupied a unique white space in the already existing strategic groups of domestic and multinational competitors. Industry experts were undecided about whether PAL posed a serious threat to multinational and domestic firms or if PAL should be praised for creating a new market for its products in India. If PAL was posing a real threat, then other fast-moving consumer goods firms had to develop strategies to maintain their own position, and PAL needed a plan to face the challenges involved in its future growth.
Author(s): Bhattacharya S, Agnihotri A
Publication type: Online Publication
Publication status: Published
Series Title:
Year: 2016
Description: Business Case (Pub Mat)
Acceptance date: 22/11/2016
Publisher: Ivey Publishing
Place Published: London, Ontario, Canada
URL: https://www.iveycases.com/ProductView.aspx?id=81752
Notes: Product # 9B16M196
